Ch-ch-changes: TSB unveils its new look via Special Group and Finch

After 167 years in business, TSB’s undergone a customer-driven makeover by shortening its name and redesigning its logo. And to launch its new identity, the bank’s rolled out a new advertising campaign via Special Group and Finch.

To kick off the campaign called ‘Life Changes. We’ll be there’, the bank has launched a 90-second cinema spot and 60-second TVC, directed by Finch’s Derin Seale and created by Special Group, featuring the new logo at the end.

The TVC follows a Kiwi family as they go through the highs and lows of life while a new take on Davis Bowie’s ‘Changes’, by Auckland musician Mahuia Bridgman-Cooper, plays.

Seale says viewers had to relate to the family like they knew them and the ‘Changes’ song was a perfect fit because while it’s a new version, it’s also familiar.

Special Group’s creative director, Angus Hennah, says although the campaign marks a change in tone for TSB, it reinforces the bank’s value of placing the customer at the centre of everything they do.

“Not everything is straightforward in the real world. Our lives go through many twists and turns but TSB commits to its customers that it will be there to support and assist with these life changes whatever they may be.”

Around a week ago, TSB also shared a 30-second Facebook video, showing something hidden under white sheets in a bare room with the mysterious words ‘All will be revealed’. The revelation, as it turns out, is a new look for the bank. 

TSB’s general manager for marketing Brent Woodhead says the rebrand was centred around research into what New Zealanders thought about TSB and what they wanted from the bank.

It spoke to over 3,000 New Zealanders, half of those being TSB customers and the other half were representative of the population, to find it was time to change the brand to reflect what it stands for and position itself bank for all New Zealanders.

The update sees ‘Bank’ dropped from its name to simply become TSB—similar to the other major banks such as BNZ and ASB.

And its old logo, which featured Mt Taranaki, has also had a refresh, moving from the blue white and green colouring to purple and green. However, a mountain peak remains because it’s a common feature of New Zealand’s landscape, Woodhead says.

“To TSB, the peak also symbolises New Zealanders’ goals, challenges and life changes and we are in a position to help customers meet and face these situations through our financial products and services.”

Old logo, new logo

Chief executive officer Kevin Murphy says company and customer needs were changing and it was time to make sure the brand was still relevant.

“We want to show that no matter what our customers are going through, we’re there to listen, understand and work with them to achieve the best outcome.”

Murphy says the research clearly showed that being 100 percent New Zealand-owned and operated was important to their customers.

“67 percent of customers stated that it was one of the reasons they banked with us. Connecting with, and providing excellent service, to our customers is still at the heart of our new identity.”

Eight of the 25 TSB branches received a new brand makeover yesterday, with the remaining branches transitioning to the new look over the next 12 months. The new brand is also live across TSB’s website, ATMs and mobile and online banking. 


Title: Changes
Client: TSB
General Manager Marketing: Brent Woodhead
Head of Brand and Communications: Belinda Pool
Senior Brand and Communications Specialist: Bethany Campbell 
Senior Digital Marketing Specialist:  Victoria Whyte

Agency: Special Group
Executive Creative Director: Tony Bradbourne
Creative Director: Angus Hennah, Arnya Karaitiana
Creatives: Angus Hennah, Arnya Karaitiana
Group Business Director: Sandra Daniel
Senior Account Manager: David Stokes
TV Producer: Amanda Kabel

Production Company: Finch
Director: Derin Seale
Executive Producer: Karen Bryson
Producer: Jimena Murray
DOP: Ginny Loane
Production Designer: Neville Stevenson
Editor: Drew Thompson
Colourist: Dave Gibson

Music: Franklin Road
Original Artist: David Bowie

Composer: Mahuia Bridgman-Cooper
Sound Engineer: Shane Taipari
Vocals: Ash Wallace 

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